I was in the girls clothing department, I work ladies and juniors, and I saw an image that profoundly distressed me.
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This pre-teen girl has bright pink lips, her legs spread, and is blowing a kiss. What the Hell? It's like the hula-hoop is there to make it seem more innocent.
Here is the back of the package:
Still blowing a kiss. This picture is a bit fuzzy, but I think the idea is there. I was self-conscious of taking pictures of girl's underwear in BigW, so I took them in to the fitting room and didn't use a flash. I went to the one in Robinson, because I didn't want to be recognized in my home store.
The girl's bras in Robinson are on an aisle, whereas the ones for my home store are behind the clothes, off the aisle. Being on the aisle means that the bras, and this image, are more prominent. The bra pictured is molded and padded, and is sold in the girls department, which is clothing for girls after infant, and until the age of ten. For my intentions, I call any bra "padded" where there is material on the bra intended to add volume to the shape of the breast. Molded means that the bra is pre-shaped in to a breast form. There were few bras that were flat, or simply made of nothing but cloth. One, by Vassarette, was called a "braette," the others were sports bras. This is in the girls department, I did not try to assess the adult bras.
I didn't do an exhaustive study of all the BigW stores in the area, nor have I gone to look at other major department stores to study a trend, but, Vassarette, the brand in the picture, is owned by a major undergarments company, Vanity Fair Brands, which is a subsidiary ofFruit of the Loom., so it is reasonable to assume that a padded bra is now considered reasonable, and typical, for a pre-teen girl. When did that happen?
This one has more material stuffed in to the bra than the molded ones. They're like two pillows that will sit on a flat chest.
More on marketing to girls:
What is "purity pink" supposed to imply? The exact same color in adult bras of the same brand called this "dream pink."
I took a picture of the package of a different bra of the same brand to show that, no, not all the photos are inappropriate:
Actually, the only image I have a problem with is the first one, where it looks like the girl is trying to seduce someone. I do have a problem with pre-teen padded bras, they are not appropriate for the age group. The idea that a ten year old would be self-conscious about her growing body isn't surprising, but these products add to the pressure to have a body ideal that is shaped by products you can buy. When the bra is pre-shaped in to an ideal form, there is no room for a differently shaped breast, or body.
I will add to this that my personal experience with puberty and development is limited to me, and my case is a bit atypical. I started at nine, and the first bra I ever got was a B cup, which didn't last that long. I was too self-conscious about my own body to notice what was going on with the other girls. Also, I don't remember any padded bras made for girls at that time (1986.) I don't know many ten year olds, but they don't seem to me to be interested in having boobs, yet. Is it possible that a padded bra for girls is a manufactured demand? No, I do not know the sales figures of the molded or padded bras are versus the "braettes" and sports bras. I have hope that parents would not buy these for their daughters.
I'm still disturbed by the idea that an executive somewhere said, "Hey, we need to make the girls bras just like the womens bras, but smaller!"
I would like to find a parent's group that will be appropriately outraged, but not something like American Family Association. In other words, a group that knows that girls are not sexually "innocent," but that recognizes the damage that inappropriate advertising can do. Any suggestions?
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Purity Pink: The color of the unbroken hymen!
I share your frustration with the way girls are targeted for marketing - and in finding a parent's organization that isn't aligned with the American Family Assn. I have 2 girls, 8 and 11. My older daughter wants what she calls a "soft-cup" bra - as opposed to the sports bras she has been wearing so far - and I am having a hard time finding functional bras that give her what she is looking for, which is a bit of shaping, without being sexualizing in a way I think is *so* inappropriate for a young girl.
I have to say that some padding or thickness can have a function beyond pumping up breast size - my daughter, for instance, is mortified at the idea of her nipples showing through her clothes, and a bra that minimizes that would be reassuring to her. But trying to find a bra that helps her feel comfortable in her skin, that embraces her changing shape and supports her modesty, is really hard. I keep seeing what appear to be little tiny push-up bras in the children's section.
When you have girls that grew up playing with Bratz dolls, it's not surprising that what they envision when they think of femininity leans toward push-up bras and high heels. What does surprise me - though you'd think after a while I'd stop being surprised - is how many parents buy this stuff for their girls.
I'd love to hear if you find the parent's group you are looking for - unfortunately I don't have any suggestions. If anyone else has any suggestions for a source for appropriate girls' bras, I'd be happy to hear them.
Wow, this is pretty deep to be participating in this conversation when this image is something I simply stumbled onto but I am a guy who fully supports females points of view more often than not since I myself was raised primarily by women and have a very high respect.
But... spread legs? Im not seeing it. I'm disgusted that you would draw such a conclusion when people have enough trouble avoiding such implications. Feel free to correct me if I'm wrong but it looks to me like her right leg is crossed over the left since her right knee is vertically above the other and her right foot is placed beyond the angle of her left knee.
As for the rest, I have to disgree with the point thats being made. Im by no means a fan of girls growing up too soon but being offended because such clothing is simply being made available? Look around - ladies. There are 12 year olds physically and mentally suited for these and to deny that is to create the opportunity for them to be neglected and ulimtately, victims to the very situations you pray never occur.